Google AdWords Pay Per Click

February 1, 2024

Google AdWords Pay Per Click | AIA Book in a free 30 minute strategy session

Advertising on Google through their PPC platform can be daunting, time-consuming and expensive. But when it is done correctly can be very rewarding.

If you have the time and find yourself thinking about setting up and running your own Google AdWords Pay Per Click campaign for your business, the tips below might help.

The set up:

  1. Cost Per Click and Daily Budgets
  2. Text and Banner Ads
  3. Cost Per Click and Daily Budgets. How much you spend and where is the most important aspect of your Adwords campaign.

When deciding on how much to invest in your Adwords campaign it is important to remember that the global search network conversion rate is 2.70% and differs from industry to industry. For a chart that shows you the average conversion rate for your industry view the below infographic by word stream.

You can also view the suggested bid or estimated cost per click by going to Google’s “Keyword Planner”.

Once you have chosen how much you are prepared to invest in you campaign for a month you will need to divide the amount by 30.4 and set that as your daily budget. Google will allow up to 20% overspend for the busier days and to make up for the slower days when your daily budget is not completely spent.

You can read more about this here:

You have the option of different bidding strategies allowing Google to automate your bidding for you to achieve the desired objective.

The different strategies can be found in the settings section of your campaign and are listed below:

Campaign Strategies

* Target search page location

* Target CPA

* Target ROAS

* Target outranking share

* Maximise Clicks

* Enhanced CPC

* Manual CPC

Target Search Page Location

This will allow you to target either the top of the first page or just to aim for any of the spots on the first page. It uses bid automation but placement isn’t guaranteed.

This is a great way to allow Google to adjust your bids in order to target the top of the page given the fluctuation in competition for your keywords at any given time.

Target Cost Per Acquisition Bidding

Once you have been running your campaign for some time and have gained enough data you will have a Cost Per Conversion Metric available to you on your console.

With this, you are able to set the lowest amount you would like to pay for a conversion and allow Google to increase bids for more valuable clicks and reduce the bids for less valuable clicks.

This will allow you to gain more sales or conversions from the same budget.

ROAS stands for return on ad spend. Google takes an average of the cost of the clicks your receive for specific products. It then subtracts this from your marginal profit of specific products and gives you a top line Gross profit metric related to your advertising costs and products sold through your advertising.
There is one downfall to this bidding strategy in that it is only an average and in some case, you may have actually incurred a loss on your sales due to the outliers Cost per click for certain keywords.

Target Outranking Share

This automated bidding strategy is useful when you looking to outrank a competitor. It allows Google to change your bids in order to specifically outrank a specific competitor of you advertising another domain.

When you first employ this strategy it may take some time (typically a day) for Google to update your bids. Google will update you bids daily and it may take up to one week for you to start seeing results.

Text and Banner Ads

Google advertising has two main segments. One being the search network where your ads are found on the search results page, and the other is the display network, where your businesses banner ads can be displayed on the website depending on the user viewing it at the time.

Search Network advertising is more popular to get direct action results. When someone types in one of the keywords that you are targeting, your ad comes up at the top of the search results.  This ad can lead the user to any landing page you specify offering the opportunity to make the most out of the campaign by leading them to specific pages offering deals and compelling content in order to convert.

With Display Network Marketing your banner ads are shown to a larger amount of users online depending on the targeting methods specified.

There are a number of targeting method for the display network including but not limited to:

Affinity Audience

This enables you to target users who have had certain interests over a prolonged period of time. For example, someone who is interested in fitness and has been for a long time may be the right person to target for a position available at an opening gym.

In-Market Audience

This enables you to target people who have just recently become interested in a topic.

how does Google know this? Your search history. Every user is profiled and is available to be added to a marketing audience.


This is where you can tag a visitor to your website or a page on your website, add them to an audience and have your banner ads displayed to them when they visit websites that are on Google’s display network.

For  more about Google’s display network visit

For Information on what our online marketing specialists can do for your business, including Google AdWords Campaigns, go to and click on “Realise Your Online Potential”

Billy P.

About The Author

William Polson founded Australian Internet Advertising in 2013 and has over 12 years of experience immersed in Digital Marketing.

With an in-depth level of digital marketing knowledge, William has been sort after by and worked for, many large national brands including Subaru, Blooms The Chemist, and Nova 96.9.

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